Bayliner Element

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Dec 1, 2012 - Water sports. Lounging/picnicking/ ... Ability to go in shallow water. Has a swim .... Self guiding traile
Bayliner Element

December 2012 1

Consumer Research – How People Use Their Boats Percent of Time Use Boat for Activity Pleasure cruising

34%

Lounging/picnicking/ swimming

31%

Water sports

22%

Fishing

11%

Other

1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Cruising and lounging (aka “coving”) as primary way people use their boat

Boat Group

2

Consumer Research – Importance to Buy Decision Importance of Item in Boat Type Purchase Decision 4.3

Seating layout/configuration

4.2

Passenger capacity

4.2

Boat stability/ride smoothness

4.1

Safety

4.1

Versatility (can perform multiple activities)

4.0

Appearance

4.0

Affordability

3.9

Ease of getting on/off of boat

3.8

Ease of maintenance

3.7

Ability to pull skiers/wakeboarders, tubers, etc.

3.5

Has a specific type of propulsion

3.4

Has a swim platform

3.4

Ability to go in shallow water

3.1

Ability to tow boat with vehicle (weight/size)

3.0

Compactness (ability to store boat at home or in slip)

2.4

Fishing capability 1

2

Not At All Important

2

3

3

4

4

5

5

Extremely Important

High importance is placed on “Stability” and “Safety”

Boat Group

3

Consumer Research – The Definition of Safety • Bayliner thought “safety” meant: ‒ ‒ ‒ ‒ ‒

High gunnels Deep seats Strategically placed grab-handles Engine kill switch Fire suppression systems

-- Which are all product attributes • Consumers told Bayliner that “safety” is: ‒ ‒ ‒ ‒

The boat is stabile when stepped on from the dock The bow of the boat does not tip back too high on takeoff – low bow rise The boat does not yaw or “tip over” in the turns – turns flat At rest the boat does not rock and jostle around but rather bobs on the water

-- Which are all feelings/sensations that many first time boaters expect

4

“Affordable Boating”

Affordable boating today carries a $20,000+ price tag

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Putting It All Together • There is a tremendous opportunity to create an intuitive product, with an appealing design, that will make the boating experience widely accessible by: ‒ ‒ ‒ ‒ ‒

Taking into account the “coving” trends (31% of time boat is used at rest for swimming, lounging, picknicking) Concentrating around the new definition of safety Making the craft versatile and customizable (watersports, cruising, entertaining, etc) that is easy to operate even for the novice boater Creating a product that is perceived as a boat and not a toy and be a lightweight package towable by a broad range of vehicles Only including features that are needed and none that are not

• All with a nationally advertised retail price below $13,999

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The Design Brief  Fiberglass construction

 Provision for radio w/ MP3/iPod input

 Bowrider – maximize beam forward

 Simple speedo and hour meter, easy to read gauges

 Seating for up to 6  2500 LBS max towing weight, targeting smaller vehicles (CRV, RAV4, Escape)  Cruises at ~18 MPH, maximum speed of ~30 MPH  Used for a maximum of 5 hours (daytime)  Can pull tubers and casual wakeboarders  Maximize lateral stability at rest; minimize yaw in turns, low bow-rise  If it’s storage vs seating, seating wins  Place for cooler

 Fits in small(er) garage  Opposing seating for conversation  Strategically placed drink holders (6)  Re-boarding access from water w/ 2 platforms  Manufacturing simplicity: single engine configuration, very limited options  Must be perceived as a “boat” and not toy  Visual separation from alternatives, including aluminum john boats, jet boats and pontoons

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It Started with Ideas

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Built Around You, Your Family, and Your Friends 9

Notable Options • Standard Engine •

60 HP Mercury Four Stroke “BigFoot”

• Sports Package ‒

Custom sports arch with board rack, special graphics, gel color choice (black or red), cooler, and bow filler cushion

• a la Carte Options: ‒ ‒ ‒ ‒ ‒ ‒

Bimini Top w/ Boot Mooring Cover 20 Gal Igloo Cooler Bow Filler Cushion AM/FM Stereo w/ Audio Input for iPOD & Mp3 & 2 speakers Digital Depth Indicator Element Length overall (LOA)

16’2”

Beam

7’5”

Approximate dry weight*

1570

Fuel capacity Maximum person capacity Production Availability

12 gals 6 March 2013

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Features

Automotive Style 7” Gauge and Clutter-free Helm

Large Bow Seating Area with Optional Filler Cushion

Comfortable Helm Seat

Helm Storage Open to Rear Sunpad Storage

Ample Bow Storage

Port Side Opposing Seats with Abundant Storage

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Features

Rear Sunpad with Optional Sports Arch

Ergonomic Seats are Comfortable from All Angles

Rear Sunpad with Optional Igloo Cooler

Molded-In Rear Seats and Dual Platforms Standard

Easily Trailerable with Small SUV

Patent Pending “M-Hull”

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Key Selling Points • Performance and Safety ‒ “M-Hull™” is 30% more stabile than traditional 16’ vbottom boat at rest and under-way ‒ Automotive style ride and handling: low bow rise and minimal yaw in turns

• Fun and Socializing ‒ ‒ ‒ ‒ ‒ ‒

Large boat feel in small package with capacity for up to 6 Opposing seating to promote conversation and socializing Simple yet comfortable cockpit and bow seats Large rear sunpad with cooler storage underneath Molded stern seats for “coving” Sport package option for novice wakeboarders/skiers

• Convenience and Ease of Use ‒ ‒ ‒ ‒

Clutter free helm station with 7” dual purpose gauge (MPH and Volts) 12 gal fuel tank for up to 5 hours of cruising Self guiding trailer makes retrieving the Element a breeze Low monthly payment – Less than $150/mo. for average transaction

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MSRP Starting As Low As:

$11,999* *Boat, Motor, and Trailer

Take Turns, Taking Turns

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• New York

Boat Shows

• Seattle

• Houston

• Dallas

• Chicago

• Boston

• Atlanta

• Montreal

• Toronto

• Vancouver

• Austin

• Detroit

• Birmingham

• Miami

• Minneapolis

• Baltimore

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Resources MY 2013 Order Form - Domestic

BAYLINER Element DATE:

CUSTOMER NAME:

DEALERSHIP NAME:

PO #:

DEALER #:

SHIP TO LOCATION:

EXTERIOR COLOR - SELECT ONE OPTION BELOW STD

ARCTIC WHITE WITH BLACK HULL SIDE ***Standard*** ENGINES - SELECT ONE OPTION BELOW 60HP, 4-STROKE MERCURY BIGFOOT OUTBOARD ***Standard***

OPTIONS SPORTS PACKAGE (incl. custom sports arch with board rack, special graphics, gel coat color choice (black or red), 20 gal. Igloo cooler, and bow filler cushion) BIMINI TOP WITH BOOT MOORING COVER STEREO AM/FM -- MP3 PLAYER READY 20 GAL. IGLOO COOLER BOW FILLER CUSHION DIGITAL DEPTH INDICATOR TRAILER OPTIONS - SELECT ONE OPTION BELOW PAINTED TRAILER ***Standard***

Spec Sheet

GALVANIZED TRAILER (No Charge Exchange) TRAILER DELETE

Order Form – Available on Compass 12/21

Ezine and You Tube

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Resources Spec Sheets

PPT, Ezine and other info

New Photo Area

marketing.bayliner.com Images available 1/3/13

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Resources

baylinerhorizons.com

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Built Around You, Your Family,  and Your Friends

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